The Effect of Uniqueness on Word-Of-Mouth Agency: the Moderating Roles of Product Category and Availability
This research explores psychosocial benefits and costs associated with WOM agency. We demonstrate that while being a WOM agent may be attractive for consumers who are market mavens, WOM agency may hurt consumers who are high in their need for uniqueness. Study 1 demonstrates that the detrimental effect of WOM agency is greater for publicly consumed than for privately consumed luxury products. Study 2 replicates the hypothesized effect by manipulating uniqueness. Study 3 identifies boundary conditions for this effect: the effect of need for uniqueness on public luxury products is attenuated when the product is not available for general purchase.
Amar Cheema and Andrew Kaikati (2007) ,"The Effect of Uniqueness on Word-Of-Mouth Agency: the Moderating Roles of Product Category and Availability", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 519-521.
Amar Cheema, Washington University in St. Louis, USA
Andrew Kaikati, University of Minnesota, USA
NA - Advances in Consumer Research Volume 34 | 2007
The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors
Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada
O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
D9. Consumption Closure as a Driver of Positive Word of Mouth
Christina Saenger, Youngstown State University
Veronica Thomas, Towson University